Sales concept: Beauty Box

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Published on: December 14, 2020 / update from: December 14, 2020 - Author: Konrad Wolfenstein

The most common reasons women in the US are interested in a beauty box subscription. Summary as PDF for download, see below

Sales concept: Beauty Box – Image: Prostock-studio|Shutterstock.com

Beauty boxes, also known by the less glamorous name of subscription boxes, are a service that regularly provides customers with a wide range of cosmetics and beauty products. Benefits to consumers include learning about products they may not otherwise have known about. They also receive cheaper prices compared to what consumers would pay if they purchased the content individually.

Beauty boxes have become increasingly popular in the United States since early innovators entered the market such as: B. the launch of Birchbox in 2010. According to a survey of US women interested in beauty and cosmetics, Birchbox is the most famous beauty box service in the country. 54 percent of those surveyed knew the brand. Although Ipsy Glam Bag's brand awareness is lower than BirchBox's, 38 percent of Beauty Box subscribers were Ispy Glam Bag customers - the same proportion as Birchbox.

Subscription reasons for a beauty box – Image: Xpert.Digital

The beauty box industry has the potential for tremendous growth in the coming years. Although 11 percent of respondents were already subscribers in May 2017, another 40 percent said they would be interested in a beauty box subscription. The biggest draw for those interested in a beauty box subscription is the opportunity to discover new products. Companies thinking about entering the market or wanting to maintain their market share therefore need to ensure that they offer an attractive and affordable product. Of the consumers who canceled a beauty box, 36 percent did so because it was too expensive, and a further 28 percent were dissatisfied with the product offering.

The price is a particularly noticeable product feature for 18 to 29 year olds. 95 percent of women in this age group think it is important, compared to 81 percent of those over 60. One possible way for beauty box providers to keep prices low is by reducing the frequency of deliveries. This approach would likely play well with consumers who don't have the desire to drown in a sea of cosmetic products, as nearly half of women in the United States prefer to receive a beauty box once a month.

Interestingly, high income does not necessarily go hand in hand with a desire for expensive subscriptions. Of women making more than $100,000 a year, 63 percent said they would prefer to spend up to $16 per box. After all, the beauty boxes are not the only cosmetic products that subscribers use. 45 percent of subscribers often buy products they discovered in their boxes, and another 44 percent sometimes do so. Therefore, even those with larger makeup budgets feel the need to set aside money for the new products they really love.

Beauty Boxes

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Please get in contact with me. Of course, the PDF is free of charge. Important note: The PDF is password protected. Please contact me. Of course the PDF is free of charge.

English version – To view the PDF, please click on the image below.
English Version – To view the PDF, please click on the image below.